Activation

In the previous modules, we explored what value is, broke down its formula, and saw how questions can be used to control the product-customer exchange process. At this point, you already know more than 95% of marketers and can confidently sell your product by understanding what the customer truly needs.

Now, we’re taking it a step further—understanding what activates the customer. Specifically, we’ll examine what happens before they discover the product, during the exchange process, and after the first interaction. To do this, we’ll use the Hook Model: Trigger → Action → Value → Investment.

The Importance of Context

Before diving into the Hook Model, let’s look at an experiment involving world-famous violinist Joshua Bell, which demonstrates why context matters when triggering customer engagement.

Bell, one of the greatest musicians of our time, played in a Washington D.C. metro station, disguised as a street performer. The goal of the experiment was to see if people would recognize beauty and mastery in their daily rush. Bell played complex classical pieces by Bach on a multi-million-dollar Stradivarius violin.

In 45 minutes, only a handful of people paused to listen, while most rushed past without noticing. Bell earned around $32, a stark contrast to the hundreds of dollars people willingly pay for his concert tickets.

It’s easy to dismiss this as ignorance, but here’s the real insight:

1. Perceived value depends on context. A concert by a world-class musician felt out of place in the metro—just like selling a Shishkin painting in an underground passage wouldn’t make sense.
2. Value needs a trigger to be meaningful. If there’s no conflict in the customer’s context, value won’t resonate.
3. To experience value, people must invest effort. Attending a concert requires people to choose a date, book tickets, travel, and anticipate the performance. They weren’t prepared to appreciate world-class music suddenly appearing in a subway station.

The Hook Model

We already understand the key actors in the exchange process: the customer, the product, and the customer’s perception of the product. But what activates the customer and turns them into an engaged user who pays you regularly? Let’s break it down.

1. Trigger

A trigger is the moment when the customer’s conflict becomes active—the gap between their desired state and current reality becomes noticeable. This conflict can remain in the background for some time, but at some point, something forces the customer to seek a solution.

For example, a young man’s family is growing, but he still lives in a small two-bedroom apartment. It starts to feel cramped, but he doesn’t act immediately. If the conflict grows strong enough, he will actively start searching for a new home. If not, an external trigger might push him to act.

Triggers can be internal or external:

• Internal trigger: A sleepless night thinking about how cramped the apartment is.
• External trigger: Seeing an ad for a spacious family home or discussing housing options with a friend.

We live in a world where companies constantly try to trigger us externally. Social media, for example, exploits existing conflicts—there’s even research showing a correlation between depression and time spent on social media. People use it as a temporary distraction from deeper discomforts rather than solving their actual problems.

For us, the key takeaway is: we need to position our product at the right place at the right time.

To do this, we must:

• Understand where our target customer spends time when experiencing their problem.
• Know their segment characteristics.
• Craft a message that fits their current context.

For example, a social media ad won’t immediately convince someone to buy a house. But they might be willing to check out a list of the top real estate developers in their city for 2025.

The key is matching the perceived value to the context—don’t expect people to appreciate a concert in the subway. Instead, break down the solution into smaller steps, guide the customer through an initial, manageable commitment, and deliver on that step exceptionally well.

2. Action

This is what moves the customer closer to experiencing value for the first time.

In quiz marketing, this means:

• Answering questions in the quiz
• Filling out a contact form

These actions help segment the customer and bring them closer to the first stage of value. When they submit their contact details, they officially become a lead.

3. Value

Value is positive reinforcement—a reward for taking the first step.

If you promised a list of the top real estate developers in 2025, deliver on that promise immediately. Make it so easy and high-quality that the customer trusts you and wants to continue.

You don’t get a second chance to build trust. Many businesses underestimate small-value offers, assuming they don’t matter much. But in reality, even small positive experiences create strong perceived value.

For example, instead of just listing top developers, you could:

• Include real customer reviews.
• Provide statistics on project delays over the past five years.
• Offer a mortgage calculator.

Overdelivering on this first promise builds trust and keeps the customer engaged.

4. Investment

The fourth step is investment. This is a counterintuitive but essential idea: for the relationship with a business to become strong, the customer must invest something in return.

Investment can take different forms:

• Subscribing to a channel
• Sharing an article
• Providing feedback or leaving a review

The goal is to turn the customer into a participant. This not only increases engagement but also improves the quality of leads. A customer who writes something positive about you is far more valuable than one who simply consumes your content passively.

Key Takeaways from This Module

• Perceived value depends on context.
• Break down conflict resolution into smaller steps and offer a free entry-level solution that matches the customer’s context.
• Understand the customer’s core conflict and the internal and external triggers that provoke action.
• Create an easy sequence of steps for the customer to experience their first value interaction.
• Overdeliver on your first promise (120%) to build trust and convert the lead.
• Encourage small investments from the customer to strengthen their connection with your brand.